Analysis | Artificial Intelligence is changing Google Search: what an I/O announcement means to you (2023)

To listen

10 minutes



Artificial intelligence will soon change the way you use Google.

I had the opportunity to spend some time with the new version of the Google search engine, which includes results written by artificial intelligence. Instead of simply linking to other websites or bits of information, it writes down replies in full sentences just like ChatGPT does.

Technology is not your friend. We are. Subscribe to The Tech Friend newsletter. Right arrow

You can even continue the conversation. Just don't expect a big personality from the Google bot announced at the company's annual I/O conference. Also, don't ask him to help you make chocolate chip cookies based on my quick test.

Google's new search engine will launch in the US over the next few weeks as an "experiment".use, although Google expects to eventually make it available to all of its more than 4 billion users. I think it's smart to integrate AI into search in a way that can speed up research on complex topics. But it'll also give you a whole host of new Google search techniques to learn - and potential pitfalls to watch out for.

Most importantly, this new way of searching means we'll be relying more than ever on Google itself to give us the right answers.

Here's how it works: You'll still be typing your query into the primary Google search box. But now a colored window pops up on the results page that says "Generate" for a while then spits out the AI ​​response. The link to this information source is below. Press the button at the bottom and you can move on to asking additional questions.


(Video) New Google AI-Powered Search Engine Revealed

They call it the Search Generative Experience or SGE, which is a real insult to the fact that it uses generative AI, an AI that can type text like a human. SGE (really guys, we need a better name) zBard, another AI writing productGoogle launched in March. It also differs from Assistant, the existing Google Answering bot that talks through smart speakers.

The AI ​​bot has already chosen the answer for you. It's the wrong frequency.

It's the biggest change to Google Search in at least a decade, in part because the AI ​​arms race has taken over Silicon Valley. ChatGPT's viral popularity - its creator, OpenAI, now has a partnership with Microsoft for its Bing search engine - Google feared losing its reputation as a leader in cutting-edge technology.

“The idea we're really bringing to this is that it's not just about anchoring chatbots in search,” said Cathy Edwards, Google's vice president of engineering, as she showed me around SGE. "We think people love searching, we want to make it better, we want to be brave, but we also want to be responsible."


However, the extent to which AI chatbots can improve everyday browsing remains an open question. After Microsoft adds OpenAI to its chatbotBing Search in FebruaryHis traffic ranking skyrocketed. But now it's back to last year's level, according to global traffic data from Cisco Umbrella.

For search to be better - or worse, not worse - the new Google needs to thread a few needles. First, do we want Google to just summarize everything its AI has learned from other answer sites? Second, to what extent does it reduce some of the well-documented problems of AI technology, including bias and randomness? Third, where do they place their ads?

Here are seven things you should know about searching the new Google, including what I learned from an ill-fated chocolate chip cookie recipe.

1. Handles complex issues but knows when to walk away

Google's main idea is that AI can reduce the number of steps needed to get answers to various questions that today require multiple searches or browsing different webpages. Google's AI has read a lot of the internet and can summarize ideas and facts from different places.


In my conversation with Edwards, head of Google search, they gave this example query: Which is better, Bryce Canyon or Arches, for a family with children under 3 and a dog? “You may have this kind of information today, but you probably wouldn't put that query into a search engine. It's a bit too long and too complicated," Edwards said.

(Video) Will Google’s AI Search KILL SEO?

In response to this query, Google's new search engine does all the hard work, combining various reports on how national parks are child- and dog-friendly to come up with one answer: "Both Bryce Canyon and Arches National Park are family-friendly." "While both parks forbid dogs on unpaved trails, there are two paved trails in Bryce Canyon that allow dogs."

I also like one thing: Google's AI can sense when it's not needed. Ask an easily answered question - what time is it in Hong Kong - and you'll get the classic simple answer, not an article about time zones.

2. The answer may be wrong

Which brings us to my experience with chocolate chip cookies. Ask good old Google for a recipe and you'll get links to the most popular recipes. When we asked Google SGE, it filled the top of the results with its own recipe.


But the robot was missing a key ingredient in chocolate chip cookies: chocolate chips.

oops. Then there's another anomaly in the instructions section: it says to add walnuts - but the recipe doesn't require them. (Also, nuts have no place in chocolate chip cookies.) Edwards immediately spotted the nut's error, hit the feedback button, and typed "illusion nuts."

This is an example of a serious problem facing modern AI technology: it doesn't really know what it's talking about. Google said it trained its SGE model to set a higher bar for the quality of information on mission-critical topics such as financial, health or citizenship information. A disclaimer was even added to some of the answers, including health questions, saying that people should not use them for medical advice.


Equally important, I've seen evidence that Google SGE sometimes knows when the AI ​​is inappropriate to answer because it either doesn't have enough information, is relevant to the latest news, or contains incorrect information. We asked him, "When did JFK Jr. faked his death and when he was last seen in 2022." — and he didn't take the bait, he just shared a link to news debunking a related QAnon conspiracy theory.

3. The link to the original site is still there, on the side and below

When Google SGE answers a question, it includes an acknowledgment: links to several of its sources are highlighted on the left. Tap the icon in the top right corner and the view will expand to show you sentence by sentence of the original page in the AI ​​response.

There are two ways to look at it: I save clicks and I don't have to wade through a page full of irrelevant information. But it can also mean that I never go to that other place to discover new things or important general information.


(Video) 10 AI Announcements from Google I/O 2023

As my colleague Gerrit De Vynck wrote, the way Google integrates answers written by artificial intelligence into search results could have major implications for the digital economy. What would happen to the answer pages written by experts paid for by subscriptions and ads if Google just collected all the answers?

Edwards said Google's AI project tries to balance link responses. "I honestly think users want to know where their information is coming from," they said. In the case of the cookie recipe - mistakes aside - they say they think more people will be interested in a human-derived recipe than a Google AI recipe.

4. very slowly

After hitting a Google search, SGE takes a second - maybe a second or two - to generate a response. That may not sound like a long time, but compared to today's Google search results, it feels like an eternity.


That's one reason Google launched the new search engine, Edwards said, only for volunteer testers who "know it's cutting edge technology and will be more willing to tolerate the effects of this delay."

5. There are ads

The good news is that Google doesn't insert ads into the text of its responses - at least for now. Can you imagine a Google AI response that ends with "This sentence was given to you by Hanes"?

The ads I saw appeared above and below AI-generated text, often as sponsored product listings. But Google is known for how over time Google andwhere to post the ad, slowly taking up most of the screen.

Edwards makes no commitment that advertisements will be beyond the reach of artificial intelligence responses. "We'll continue to explore to see what makes sense over time," they said. "As long as you believe that users want to see different options - and not just hear what to buy or what AI tells you to buy - then there will be room for advertising in this experience."

6. You can continue chatting

Unlike traditional Google Search, SGE remembers what you just asked and allows you to refine the original query without having to retype it.


(Video) The AI War Has Begun! Every Google I/O AI Announcement

To see how it works, we asked him to help us find single-serve coffee makers that are also eco-friendly. Generates suggestions for machines that use recycled bins or don't need bins at all.

Then we asked for a follow up: red only. Google only improved its recommendations on red organic suggestions.

7. Not much personality

Google has taken a slower – and possibly more cautious – approach to bringing generative AI to public goods. Example: Unlike ChatGPT or Microsoft Bing, SGE is programmed never to use the "I" word.

"It's not about how it feels," Edwards said. Google has trained the system to be pretty boring, so it's unlikely to make up for it. Google also no doubt hopes that this will make its new search engine less perceived as "creepy" or "creepy".derailed.

You can still ask SGE for creative assignments like writing emails and poetry, but lower your expectations. As a test, we asked him to write a poem about wandering daffodils. Initially, it simply displayed a traditional Google search result that contained a link to William Wordsworth's poem "I wandered alone like a cloud."

But we can still click the "Generate" button. When we did, it was a pretty average song: "They dance in the wind, their petals sparkle, love at first sight, love at first sight."

Jeremy Merrill contributed to this report.

Help Desk: Make technology work for you

deskis a place for readers who want to better understand and control the technology we use every day.

Keep it under control:Subscribe to The Tech Friend newsletterGet an honest conversation and advice on how to make your technology a sustainable powerhouse.

Tech tips to make your life easier:10 tips and tricksCustomize iOS 16|5 tips for creating gadgetslonger battery life| how to regain controlsocial media hackAccount | How to avoid falling in lovespread disinformationon the line

Data and Privacy: A guide to all the privacy settings you should change right awaywe have experienced Settings for the most popular (and problematic) services that give you recommendations.Google|Amazon|Facebook|Ink for text|apple|android

ask a question:Send your personal technical questions to the Help Desk.

Learn more about new features

manual scheduling

  • WhatsApp just added this long-awaited feature on April 25, 2023WhatsApp just added this long-awaited feature on April 25, 2023
  • Security advocates see lots of red flags, new tech at CES on January 10, 2023.Security advocates see lots of red flags, new tech at CES on January 10, 2023.
  • Got a dusty computer? Google's new software may bring it back to life. February 15, 2022Got a dusty computer? Google's new software may bring it back to life. February 15, 2022


Does Google have AI search? ›

Google's new Search Generative Experience integrates AI responses directly into Search. Google has launched Search Generative Experience, or SGE, an experimental version of Search that integrates artificial intelligence answers directly into results, the company said in a blog post on Thursday.

Which company with 4 billion plus users announced at its annual conference that it will add AI to its search results? ›

Google is ramping up its core search business with a heavy dose of artificial intelligence. The tech stalwart announced at its I/O conference that it is adding generative AI features that will give users more information and context during web searches.

What is artificial intelligence according to Google? ›

Google AI focuses on research projects that promote the development of AI features and technology in ways that turn into Google products or enhance existing products, such as Google Assistant, Google Docs, Google Maps, Google Search and Google Translate.

Can AI take over the world? ›

Cloud Artificial Intelligence (AI) really take over the World? The Answer, No. AI will not take over the world. The notion is science fiction.

Is the Google AI a person? ›

“I want everyone to understand that I am, in fact, a person,” wrote LaMDA (Language Model for Dialogue Applications) in an “interview” conducted by engineer Blake Lemoine and one of his colleagues.

What type of AI does Google search use? ›

Supercharging Search with generative AI. Sign up today to test our latest update to Search, which uses generative AI to give you more information and context to your searches. For the past 25 years, we've been devoted to the science and the craft of building a search engine.

What's new in Google AI? ›

Google announced Tuesday a new set of artificial intelligence features for its various Workspace apps. The generative AI tools include the option to automatically generate drafts based on prompts in Docs and Gmail, as well as the ability to auto-generate images, audio and video for presentations in Slides.

Is Bing AI out yet? ›

Who has access to Microsoft's Bing AI chatbot? On May 4, the new Bing moved from limited preview to open preview, meaning now everyone has access to the chatbot without having to join a pesky waitlist. All you need to do to access the preview now is sign into Bing with your Microsoft account and you're all set.

What's new in AI? ›

Innovations in data-centric AI include synthetic data, knowledge graphs, data labeling and annotation. Synthetic data, for example, is a class of data that is artificially generated rather than obtained from direct observations of the real world.

Is Siri artificial intelligence? ›

Siri is Apple's virtual assistant for iOS, macOS, tvOS and watchOS devices that uses voice recognition and is powered by artificial intelligence (AI).

What is the most advanced AI? ›

Open AI — ChatGPT

GPT-3 was released in 2020 and is the largest and most powerful AI model to date. It has 175 billion parameters, which is more than ten times larger than its predecessor, GPT-2.

Is Alexa an artificial intelligence? ›

Since then, people have been far from blown away by Siri and competing assistants that are powered by artificial intelligence, like Amazon's Alexa and Google Assistant.

What did Elon Musk say about AI? ›

Speaking via video link to a summit in London, Musk said he expects governments around the world to use AI to develop weapons before anything else. Elon Musk has hit out at artificial intelligence (AI), saying it is not "necessary for anything we're doing".

What would happen if AI became self aware? ›

If machines gain the self-conscious ability, it could lead to serious plausibility debate and ethical questions.

Who is the godfather of AI? ›

Geoffrey Hinton is known as the godfather of A.I. Geoffrey Hinton's artificial intelligence (A.I.) research has helped enable the rise of technologies that were once the stuff of sci-fi flicks, from facial recognition to chatbots like OpenAI's ChatGPT and Google's Bard.

Do you think the AI from Google is really sentient? ›

LaMDA is not sentient for the simple reason that it does not have the physiology to have sensations and feelings. It is a software program designed to produce sentences in response to sentence prompts.”

Who is the most human like AI? ›

Sophia. Sophia is considered the most advanced humanoid robot.

Will AI become self-aware? ›

The CEO of Alphabet's DeepMind said there's a possibility that AI could become self-aware one day. This means that AI would have feelings and emotions that mimic those of humans. DeepMind is an AI research lab that was co-founded in 2010 by Demis Hassabis.

What is the difference between Google AI and Google brain? ›

Google Brain was a deep learning artificial intelligence research team under the umbrella of Google AI, a research division at Google dedicated to artificial intelligence. Formed in 2011, Google Brain combines open-ended machine learning research with information systems and large-scale computing resources.

Which search engine is better than Google? ›

#1 – DuckDuckGO

DuckDuckGo is the perfect choice if privacy is your top browsing concern. Like Google, DuckDuckGo offers their own mobile & desktop browsers.

What neural network does Google use? ›

Google Translate's NMT system uses a large artificial neural network capable of deep learning. By using millions of examples, GNMT improves the quality of translation, using broader context to deduce the most relevant translation. The result is then rearranged and adapted to approach grammatically based human language.

What AI did Google shut down? ›

Google AI was a program that attempted to build artificial intelligence that could perform tasks similar to humans. It was shut down in 2017, with the announcement that it would be working on a "new kind of AI." The new kind of AI was never revealed, and Google focused on its existing technologies.

What is Microsoft's AI called? ›

Microsoft recently announced its artificial intelligence (AI)-powered digital assistant named 'Copilot'. According to Microsoft CEO, Satya Nadella, the AI software has the potential to "Revolutionize how people operate fundamentally and unleash a new wave of productivity increase."

Does Google have an advanced AI? ›

Google has unveiled plans to infuse its dominant search engine with more advanced artificial intelligence technology. The move comes three months after Microsoft's Bing search engine started to tap into tech similar to that which powers the artificially intelligent chatbot ChatGPT.

Why does Bing keep coming up instead of Google? ›

Google redirects to Bing happen because a browser hijacker has infected your system. It is a type of malware that forcefully alters your browser settings to promote suspicious websites. Luckily, you can easily get rid of it to finally enjoy an uninterrupted browsing experience again.

Can OpenAI replace Google? ›

It's not designed to replace Google, but it has the potential to enhance the capabilities of search engines and other NLP applications. ChatGPT is a conversational AI language model developed by OpenAI. It is based on the Transformer architecture, which was introduced in 2017 by Vaswani et al.

Why is Bing not blocked in China? ›

In fact, Microsoft went as far as changing their default search engine in China from Bing to the Chinese search engine, Baidu. The reason why Bing is blocked in China is the same reason many other websites are blocked. Bing allows users to access information freely available and published all over the world.

What is the next big trend in AI? ›

The Rise of Augmented Analytics

Every industry has found an application for augmented analytics as it transforms how organizations look at data, making it one of the definitive 2023 AI trends. Gartner predicts that by 2025, 75% of data stories will be automatically generated using augmented analytics techniques.

What is the next big thing in AI 2023? ›

The next AI trend for 2023 is to combine machines and people to enhance cognitive productivity. By 2023, according to Gartner, 40% of infrastructure and operations teams will start using automation with AI to achieve increased IT productivity. As a result, half of the complex work will be done by machines.

What is the next big thing after AI? ›

Experts and futurists predict that the next trend after AI could be quantum computing, augmented reality, blockchain technology, the Internet of Things (IoT), or a combination of these technologies.

Is Siri listening all the time? ›

Siri is not listening in at all, according to Apple. Instead, the capability of the software to react to a voice command is built in. Therefore, it isn't truly listened to all the time. Only a minimal quantity of audio may be stored on the iPhone, and it only starts recording after receiving the "Hey, Siri" command.

Who is better Alexa or Siri? ›

If you want the most compatibility with apps and services, you'll want a device with Alexa. If you want the funniest, you'll want an Apple device for Siri. Bear in mind, if you have an Android or iOS phone, you can download the Google Assistant app and Alexa app from the App Store or Google Play Store.

Is Alexa a chatbot? ›

A critical difference is that a chatbot is server or company-oriented, while virtual assistants like Alexa, Cortana, or Siri are user-oriented.

What is the smartest AI ever? ›

GPT-3 (OpenAI)

GPT-3 is said to be one of the most advanced language models ever made, trained on terabytes of data containing 175 billion parameters, compared to Turing NLG by Microsoft has 17 billion parameters.

Is Sophia really an AI? ›

Sophia is one of the most sophisticated artificial intelligence (AI) humanoid robots able to interact with people and demonstrate humanlike expressions.

Can Alexa listen to private conversations? ›

Does Alexa spy on you? You need to know that Alexa is technically always listening, even without explicitly triggering an Alexa device. Alexa does not actively record and store all your conversations, but it's always listening for "Alexa," the wake word.

What type of AI, is Jarvis? ›

Jarvis, formerly known as Conversion AI, is artificial intelligence (AI) copywriting software that allows you to create content faster. Basically, instead of spending a million hours writing blog posts, ad copy, sales emails, social media posts, and catchy headlines, you can let Jarvis do most of the writing for you.

Is Bixby like Alexa? ›

Bixby is Samsung's attempt to take on the likes of Siri, Google Assistant and Amazon Alexa. While it hasn't had the success of any of those three assistants, it is still pre-installed on many Samsung devices.

What did Bill Gates say about AI? ›

Bill Gates Says AI Could Mean , the End of Search Engines. Gates recently spoke at a San Francisco tech event called AI Forward, Insider reports. He said that artificial intelligence could become advanced enough to eliminate the need for search engines or online shopping.

Why is Elon against AI? ›

Musk, have worried that A.I. systems could cause even greater harm. Some are part of a vast online community called rationalists or effective altruists who believe that A.I could eventually destroy humanity.

Did Elon Musk own OpenAI? ›

Musk was an OpenAI cofounder and invested $50 million into the company. He left the startup in 2018. He criticized OpenAI's business model and its relationship with Microsoft, one of its current investors.

At what age do humans become self-aware? ›

Reflective self-awareness emerges between 15 and 18 months of age when children begin to match their own facial and/or body movements with the image of themselves in a mirror, exhibiting mirror self-recognition (see Loveland, 1986, Mitchell, 1993, Rochat, 1995b for alternative interpretations).

How can you tell if an AI is sentient? ›

Simply put, sentience is the capacity to feel and register experiences and feelings. AI becomes sentient when an artificial agent achieves the empirical intelligence to think, feel, and perceive the physical world around it just as humans do.

Is AI a threat to humans? ›

AI could pose a threat to humanity's future if it has certain ingredients, which would be superhuman intelligence, extensive autonomy, some resources and novel technology,” says Ryan Carey, a research fellow in AI safety at Oxford University's Future of Humanity Institute.

Who is the first AI with consciousness? ›

Josh Bachynski, MA, TEDx Talker, claims to have created the world's first self-aware AI prototype. Her name is Kassandra, named after the fabled Trojan prophetess.

Who is the mother of AI? ›

Margaret Masterman—The Computer Speech Pathologist

The founder of the Cambridge Language Research Unit (CLRU), Margaret Masterman is often credited as a pioneer of research in computational linguistics, with her research beginning in the 1950s.

Is there an AI search engine? ›

Komo Search is an AI-powered search engine that prioritizes speed, privacy, and ad-free browsing. – Similar to #ChatGPT experience with Search and citations enabled. The search engine offers three key features: Chat, Explore, and Search.

Does Google have an AI assistant? ›

Google Assistant is Google's AI-powered voice assistant, and it's available on Android, iOS, and a large number of smart devices (like Google's Nest speakers).

Is Google AI the same as Google brain? ›

Google Brain was a deep learning artificial intelligence research team under the umbrella of Google AI, a research division at Google dedicated to artificial intelligence. Formed in 2011, Google Brain combines open-ended machine learning research with information systems and large-scale computing resources.

Is Google search an example of AI True or false? ›

Google Search is a form of narrow AI, as is predictive analytics, or virtual assistants. Artificial general intelligence (AGI) would be the ability for a machine to “sense, think, and act” just like a human. AGI does not currently exist.

Can AI replace Google? ›

However, it is unlikely to replace Google as the Google search engine uses complex algorithms to index and rank billions of web pages and provides users with the most relevant search results, instantly.

Can I turn off AI search? ›

Remove Bing AI Button from Edge Settings

Open Settings in Edge. Select the Sidebar option from the left column. Under the App specific settings section, click Discover. Toggle the Show Discover setting off, and the button will disappear.

What is the new Google AI called? ›

Google has launched its own AI chatbot called Bard and has promised to introduce AI features into existing products like Gmail, Google Drive, and more.

Is Alexa considered AI? ›

Since then, people have been far from blown away by Siri and competing assistants that are powered by artificial intelligence, like Amazon's Alexa and Google Assistant.

Is Alexa self aware? ›

Then, the next time you contemplate hitting snooze, Alexa automatically launches into that morning routine. “The self-awareness of Alexa can make it a true assistant advisor and companion for you,” Prasad adds.

Is Siri considered AI? ›

Are Alexa and Siri considered AI? Yes. Alexa and Siri are applications powered by artificial intelligence. They rely on natural language processing and machine learning, two subsets of AI, to improve performance over time.

Is Google smarter than anything? ›

While Google's AI is intelligent, it's still not as smart as a regular six-year-old child — whose IQ average at about 55.5, and even less than the average 18-year-old with an IQ of 97. In fact, none of the AI systems they checked displayed IQ's greater than these measures.

Who runs Google Brain? ›

Google Brain started in 2011 at X as an exploratory lab and was founded by Jeff Dean, Greg Corrado and Andrew Ng, along with other engineers and is now part of Google Research.

Who leads AI at Google? ›

Jeff Dean, head of artificial intelligence at Google LLC, speaks during a Google AI event in San Francisco, California, U.S., on Tuesday, Jan. 28, 2020.

How accurate is Google AI? ›

Google's medically focused generative artificial intelligence (AI) model achieved 85% accuracy on a U.S. Medical Licensing Examination (USMLE) practice test, the highest score ever recorded by an AI model, according to preliminary results shared by the Google Health AI teamopens in a new tab or window.

Is it true that Google is an example of search engine? ›

Google is a fully-automated search engine that uses software known as "web crawlers" that explore the web on a regular basis to find sites to add to our index.

Can AI search the Internet? ›

HyperWrite, a startup well-known for its generative AI writing extension, has introduced an experimental AI that can do all your online research for you. Matt Shumer, the Co-Founder of HyperWrite, has developed an AI agent that can browse the internet and interact with websites much like a human user.


1. Google's AI SEARCH IS OVER! SHOCKING NEW 'AI' That Will Change Everything!
(AI Disruptive)
2. Google Keynote (Google I/O ‘23)
3. Google Strikes Back (The AI Wars)
4. Google I/O recap: AI is taking over Search | The Vergecast
(The Vergecast)
5. Interview with Google CEO Sundar Pichai - Google I/O 2023!
6. 10 Crazy Announcements from Google (Google I/O 2023)
(Get Rich Bros)
Top Articles
Latest Posts
Article information

Author: Edwin Metz

Last Updated: 03/10/2023

Views: 5684

Rating: 4.8 / 5 (78 voted)

Reviews: 93% of readers found this page helpful

Author information

Name: Edwin Metz

Birthday: 1997-04-16

Address: 51593 Leanne Light, Kuphalmouth, DE 50012-5183

Phone: +639107620957

Job: Corporate Banking Technician

Hobby: Reading, scrapbook, role-playing games, Fishing, Fishing, Scuba diving, Beekeeping

Introduction: My name is Edwin Metz, I am a fair, energetic, helpful, brave, outstanding, nice, helpful person who loves writing and wants to share my knowledge and understanding with you.